Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Slide 4
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3
  • Thumb 4

Google
Beyond the Capitals

RAN IN: Russia

CLIENT
Google Russia

AGENCY
SLAVA *Lead Agency


Ketchum Maslov


OMD MD


JAMI


SUMMARY

Russia is not only Moscow St. Pete. The majority of achievements in the media is concentrated the two cities while there are a great many things happening outside those 2 capitals, that we hear little about. There is a lot to be proud of Beyond the Capitals. With the help of Google Search and Maps we found people's stories that with love for their region and project change the country around them. Together we make their achievements famous across the whole country.

CASE STUDY

New-pdf-icon

CASE VIDEO


Audience: All Internet users 16-45 y.o. living across entire Russia.

Objectives: The objective was to show that Google understands Russians. Russian users would therefore perceive Google as a brand with which they could sympathise. This perception would be measured by the following KPIs. 01. Unprecedented media coverage // 02. 1000+ applications from people across Russia (200+ applications published on site). // 03. Participation of Russian public and non-public figures without material compensation. // PR. Comparable number of articles to previous brand campaign (Master and Margerita. I was there) 1122 with high % of attribution to Google. // SOCIAL. Viral reach in social media vs previous campaign 1.55M. High percentage of posts mentioning Google as project owner.

Type: B2C

Language: English, Russian